PENGARUH SERVICE QUALITY DAN PERCEIVED VALUE TERHADAP KEPUASAN KONSUMEN DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING PADA RUMAH MAKAN PONDOK TETERUSAN MAPANGET
DOI:
https://doi.org/10.35794/jmbi.v13i2.68648Abstract
Pondok Teterusan Mapanget Restaurant is a culinary business striving to maintain customer satisfaction by providing quality service, delivering good value to consumers, and building a positive brand image. This study aims to analyze the influence of Service Quality and Perceived Value on Customer Satisfaction, with Brand Image acting as an intervening variable, at Pondok Teterusan Mapanget Restaurant. The study population consists of all customers of Pondok Teterusan Mapanget Restaurant, with an estimated 40,150 visits. The sample size was determined using the Slovin formula with a 10% margin of error, resulting in 100 respondents selected via purposive sampling. Data analysis was conducted using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The results indicate that Service Quality, Perceived Value, and Brand Image have a positive and significant effect on Customer Satisfaction. Furthermore, Service Quality and Perceived Value also positively and significantly influence Brand Image. Mediation analysis results show that Brand Image significantly mediates the effects of Service Quality and Perceived Value on Customer Satisfaction. The study implies that the management of Pondok Teterusan Mapanget Restaurant needs to continuously improve service quality, provide value that meets consumer expectations, and strengthen its brand image to enhance customer satisfaction. For future research, it is recommended to include other variables—such as customer loyalty, product quality, or purchasing decisions—and to expand the scope of the study to include other culinary businesses in order to obtain more comprehensive results.
References
Aaker, D. A. (2020). Brand equity & brand strategy. Simon & Schuster. https://www.simonandschuster.com
Alma, B. (2021). Manajemen pemasaran dan pemasaran jasa. Alfabeta.
Assauri, S. (2021). Manajemen pemasaran. Rajawali Pers.
Badan Pusat Statistik. (2026). Inflasi kelompok makanan dan minuman Kota Manado 2026. https://www.bps.go.id
Dewi, M. N. S. N., Suryaputra, R., and Amelia. (2022). Analysis of the effect of atmospherics, food quality, service quality and other customer on brand preference through brand image, customer satisfaction, and brand trust of Sushi Tei Restaurant consumers at Galaxy Mall Surabaya. Journal of Economics, Finance and Management Studies, 5(3), 673–686. https://ijefm.co.in/v5i3/20.php
Hair, J. F., Hult, G. T. M., Ringle, C. M., and Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage Publications. https://us.sagepub.com
Hawkins, D. I., and Mothersbaugh, D. L. (2020). Consumer behavior: Building marketing strategy (14th ed.). McGraw-Hill Education.
Kasali, R. (2021). Manajemen public relations. Gramedia Pustaka Utama.
Kementerian Pariwisata dan Ekonomi Kreatif Republik Indonesia. (2026). Statistik industri kuliner Indonesia. https://www.kemenparekraf.go.id
Keller, K. L. (2020). Strategic brand management. Pearson. https://www.pearson.com
Kotler, P., Keller, K. L., and Chernev, A. (2023). Marketing management (16th ed.). Pearson. https://www.pearson.com
Kotler, P., and Keller, K. L. (2021). Marketing management. Pearson. https://www.pearson.com
Mintje, C. M., Soepeno, D., and Lumanauw, B. (2024). Analysis of the influences of Japanese food products, service quality and social media campaigns towards customer satisfaction of Japanese restaurants in Manado City. European Journal of Business Startups and Open Society, 4(2), 208–219. https://inovatus.es/index.php/ejbsos/article/view/2600
Nyarmiati, dan Astuti, S.R.T. (2021). Analisis pengaruh kualitas layanan, kualitas produk, brand image, dan perceived value terhadap minat beli ulang dengan kepuasan pelanggan sebagai variabel intervening. Diponegoro Journal of Management, 10(2), 1–14. https://ejournal3.undip.ac.id/index.php/djom/article/view/30985
Oliver, R. L. (2021). Satisfaction: A behavioral perspective on the consumer. Routledge. https://www.routledge.com
Parasuraman, A., Zeithaml, V. A., and Berry, L. L. (2021). Service quality model (SERVQUAL). https://www.researchgate.net/publication/225083670
Pitoy, R. R., Saerang, I. S., & Tulung, J. E. (2022). Reaksi Pasar Modal Terhadap Disahkannya RUU Cipta Kerja Menjadi Undang-Undang Pada Emiten Perbankan. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)., 9(1)
Poluan, J., Karuntu, M. M., & Samadi, R. L. (2024). Pengaruh Digital Marketing Terhadap Keputusan Pembelian Produk Kuliner Tradisional (Studi Pada Konsumen Gen Z Di Kota Tomohon). JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 11(1), 119–127. https://doi.org/10.35794/jmbi.v11i1.54288
Poluan, G. J., Lapian, S. L. H. V. J., Tumbuan, W. J. F. A., and Ogi, I. W. J. (2023). Analysis of influence factors decision to purchase of MSME products in Tomohon City. World of Science: Journal on Modern Research Methodologies, 2(1), 24–31. https://repository.antispubmed.com/artikel/47822/analysis-of-influence-factors-decision-to-purchase-of-msme-products-in-tomohon-city
Ringle, C. M., Wende, S., & Becker, J.-M. (2024). SmartPLS 4. Bönningstedt: SmartPLS.
Salea, C., Lapian, J. S. L. H. V., & Tielung, M. V. J. (2021). Analisis pengaruh persepsi harga dan promosi terhadap keputusan pembelian konsumen di restoran cepat saji KFC Bahu Manado pada masa COVID-19. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 9(4), 1293–1302. https://ejournal.unsrat.ac.id/index.php/emba/article/view/37339
Schiffman, L. G., and Wisenblit, J. (2022). Consumer behavior. Pearson. https://www.pearson.com
Seo, H. K., and Lee, H. J. (2025). The impact of service quality on perceived value, image, satisfaction, and revisit intention in robotic restaurants for sustainability. Sustainability, 17(16), 1–16. https://www.mdpi.com/2071-1050/17/16/7422
Solomon, M. R. (2022). Consumer behavior: Buying, having, and being. Pearson. https://www.pearson.com
Sudaryono. (2021). Manajemen pemasaran: Teori dan implementasi. Andi Publisher.
Sugiyono. (2023). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Sweeney, J. C., and Soutar, G. N. (2021). Consumer perceived value scale development. Journal reference / research publication.
Tielung, M. V. J., Karuntu, M. M., & Samadi, R. L. (2024). Pengaruh TQM Terhadap Keunggulan Bersaing Yang Dimediasi Oleh Resource Based View Pada Perusahaan Pengolahan Ikan Di Kota Bitung. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 11(1), 146–159. https://doi.org/10.35794/jmbi.v11i1.54404
Tjiptono, F. (2020). Pemasaran jasa. Andi Publisher.
Tjiptono, F. (2022). Strategi pemasaran: Prinsip dan penerapan kontemporer. Penerbit Andi.
Wajong, P. V., and Juniarty. (2023). The effect of service quality, food quality, price fairness, physical environment, and brand image on customer’s dining satisfaction and customer loyalty: A study in restaurants in Jabodetabek. Proceeding National Conference Business, Management, and Accounting, 867–890. https://ojs.uph.edu/index.php/NCBMA/article/view/7391
Widodo, T., Astuti, W., and Natsir, N. (2023). Customer satisfaction in mediating the influence of customer value on brand image. East African Scholars Journal of Economics, Business and Management, 6(11), 395–407. https://www.easpublisher.com/
Yoel D. A., Massie, J. D. D., dan Tielung, M. V. J. (2021). Pengaruh brand image dan brand ambassador terhadap minat beli konsumen di era new normal pandemi COVID-19 pada Baskin-Robbins Manado Town Square. Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 9(4), 136–144. https://ejournal.unsrat.ac.id/index.php/emba/article/view/36171
Zeithaml, V. A. (2020). Consumer perceptions of price, quality, and value. Journal of Marketing / Wiley. https://www.wiley.com
